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Mobile location solutions provider Blis has teamed up with Moat, an analytics and measurement company for marketers and publishers, to measure viewability – as defined by the latest Media Rating Council (MRC) mobile guidelines for both mobile in-app and mobile web.

Through the partnership, Blis hopes to provide its client with industry standard third-party viewability metrics. A Google report shows that, in EMEA, one in three video ads may be unviewable.

“Advertisers are demanding clear definitions on viewability,” said Blis CEO Greg Isbister. “Viewability, along with other location metrics such as store visit rates, allow advertisers to understand how consumers are interacting with their campaigns beyond clicks and impressions.”

Blis says that, through partnerships with companies like Moat, it intends to provide ‘guidance and assurance to its clients on viewability and attention metrics’.

Jonah Goodhart, Moat CEO and Co-Founder, said: “Location data is a valuable resource for marketers looking to reach their mobile-first consumers at the right time and in the right place. We are thrilled to work with Blis across all of their campaigns to provide marketers with even greater insight into how their audiences pay attention.”